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Client's Business Problem:
With a new CEO and a new enterprise focus, Enterprise Wildfire needed to
increase awareness and credibility. It also needed to increase its perceived
market value to position the company favorably in an eventual sale.
Communication Objectives:
- Conduct meaningful analyst discussions; lay groundwork for education and
industry support for Wildfire's new direction (i.e., Enterprise Wildfire)
- Obtain meaningful coverage in targeted short-lead publications that reach
potential betas and partners, while laying groundwork with top-tier long-lead
press
- Generate a buzz and interest in the booth and the new EWF Division at
NetWorld+Interop
Target Audience:
- High-tech trade media
- Analysts and influentials
- Potential customers
- Financial community
Strategy:
- Schedule press conference at NetWorld+Interop to announce EWF Division
- Develop press releases to maximize awareness and capitalize on momentum
- Provide partner coordination to support announcement
Results:
- Educated and built relationships with 11 editors and analysts covering the market space occupied by Enterprise Wildfire
- Secured meetings conference calls with 12 additional editors from top industry trade publications (prior to and during NetWorld+Interop)
- Garnered significant coverage about Wildfire in targeted publications
- Identified potential partner candidates as a result of meetings with analysts
- Most of the individuals we briefed expressed an interest in becoming beta testers for the new Enterprise Wildfire product and agreed to provide endorsements
- Analysts participating in panel discussions, which drew more than 200 atendees, praised Enterprise Wildfire.
- In addition, because of buzz generated prior to and at the show, several top-tier editors came by the booth to request meetings or conference calls
- Articles in weekly trade and online publications the week of Oct. 6 mentioned Wildfire's role at the conference
- Enterprise Wildfire was a Best of Show finalist for the CommUnity pavilion
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